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Implementing a Global Digital Backbone
October 2016
Implementing a Global Digital Backbone
• Introduction to Spark44• The Business Problem• Solving the Problem• Conclusion
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Spark44 is the first Global Agency-Client
Joint Venture Model
Introduction to Spark44
Holding CompanyKey Account
Traditional modelIn House
Matrix gridlockCompeting interestsMoraleAccountabilitySpeed to marketMuscle memoryFatigue
CostFreshnessBreadthDepthSpeed to MarketTalent LevelsFatigue
Joint VentureShared VisionStakeTransparencyMotivationEnvironmentSpeed to market
Introduction to Spark44
Ad CreativeDigital Creative
CRM CreativeWeb Site Design
Point of Sale
75
FTE
Capabilities2011 4 hubs: Establishing key agencies first to service JaguarIntroduction to Spark44
Capabilities
2016: 960 members covering all NSC´s and Importers Jaguar &Land Rover
960
FTE
Ad CreativeDigital Creative
CRM CreativeWeb Site Design
Point of SaleRetail Marketing
Owners ClubCRM
Web Site ContentWeb Site
MaintenanceSocial Media
BrochuresCRM Strategy
Academy of SportsJ Magazine
Corporate SalesFleet & BusinessCustomer Portal
Introduction to Spark44
Websites Ranked Psyma #1 and #2 for UK
Introduction to Spark44
As of September 2016
Success highlights: #1
THE ONLY GLOBAL EFFIE IN AUTOMOTIVE
Recognized by winning the Global Effie in 2015
Introduction to Spark44
Success highlights: #2
The Business Problem
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• Numerous overlapping tools to organise, share and distribute content
• Multiple sources of truth – extra time/effort/cost to locate and distribute latest content
• Risk of error through multiple data sources
• No integration between tools
The Business Problem
The Business Problem
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• Increasing demand for ‘digital’ content– New Channels, greater mobile consumption…
• Greater client Globalisation and sales– Double digit sales
The Business Problem
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Brief
Studio
Idea
Shoot
Live
Channel
Brief
Studio
Idea
Shoot
Live
Channel
The Business Problem
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STORE
SUPPORTSHARE
SELL
The Business Problem
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STORE
SUPPORTSHARE
SELL
Location for Briefs & Ideas
Production Workflow
Available for Global Use
Distribute Single Source of Truth
Solving the Problem
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Solving the Problem
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STORE
SARE
A great number of great ideas some to be used, some to be stored for another campaign
Development of an Digital Asset Management system with tight security controls
Solving the Problem
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SUPPORT SARE
A sequence of activities handled by multiple teams both on and off-site required to generate the content
Creation of a Workflow tool that can manage the process steps, on-line edit notes, translation requirements, and brochure development
Creation of an asset/file sharing tool, ensuring speedy and secure sharing of content
Solving the Problem
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SHARE
Distribution of the content across the various channels
Global client intranet site leveraging the CMS platform highlighting the marketing content and activities
running globally
Solving the Problem
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SELL
Making available to the client the finished and approved assets for other functions e.g. PR
Solving the Problem
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STORE
SUPPORTSHARE
SELL
Digital Asset Management
Workflow Management
Intranet sites
File-Sharing
What we’ve achieved in 9 months…
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6000+ Users 100K + Assets
Removed 30 weeks from
Brochure Production
2 x New Intranet
WebsitesSSO Enabled
Brochure & Translation Workflow
Any Questions?
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